Gucci president and chief executive Marco Bizzarri told Business of Fashion the use of fur is not “modern.”

“Do you think using furs today is still modern? I don’t think it’s still modern, and that’s the reason why we decided not to do that. It’s a little bit out-dated,” Bizzarri said Wednesday. “Creativity can jump in many different directions,

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instead of using furs.”

According to The Telegraph, critics and organizations have been urging Gucci to ditch fur for years.

“Gucci kept up the dialogue with us for eight years and, today, patience paid off,” said a spokesman for the Humane Society of the United States. “With this announcement, Gucci has signaled to the entire luxury fashion industry that it’s time to move away from using fur.”

The move comes at a time when millennials care more about ethical standards regarding product creation.

“Today, the world is changing so fast, it’s not even an option not to change. We are not perfect, but we are doing our best to improve what we are doing,” Bizzarri said. “(And) I need to do it because (otherwise) the best talent will not come to work for Gucci.”

Bizzarri said Gucci products known for featuring fur, like its popular fur-lined loafers, will feature faux-fur, wool and “new fabric innovations,” Business of Fashion reported.

Gucci’s fur products bring in about $11.8 million a year, according to Business of Fashion.

The use of fur-free clothes will begin with Gucci’s Spring 2018 collection.